Copyright © 2004 Pearson Education, Inc. Slide 3-1 E-commerce Kenneth C. Laudon Carol Guercio Traver business. technology. society. Second Edition.

Copyright © 2004 Pearson Education, Inc. Slide 3-1

E-commerce

Kenneth C. Laudon

Carol Guercio Traver

business. technology. society.Second Edition


Chapter 3

The Internet and World Wide Web: E-commerce Infrastructure


Learning Objectives Discuss the origins of the Internet Identify the key technology concepts behind the

Internet Describe the role of Internet programs and utility

programs Explain the current structure of the Internet Understand the limitations of today’s Internet Describe the potential capabilities of Internet II Understand how the World Wide Web works Describe how Internet and Web features and

services support e-commerce


Web Services Propel Next Wave in E-commercePage 117


Web Services Propel Next Wave in E-commerce

Web services: general term that refers to an emerging set of applications, services and standards that make it possible for software programs to communicate with each other over the Web and share documents and information automatically based on standards

Simplest-Shop.com an example of use of Web services to create a complex Web site at relatively low cost


The Internet: Technology Background

Internet: A interconnected network of thousands of networks and millions of computers, linking businesses, educational institutions, government agencies and individuals

World Wide Web (Web): One of the Internet’s most popular services, providing access to over 6 billion Web pages


The Evolution of the Internet 1961-2003

History of Internet can be segmented into 3 phases: Innovation Phase – fundamental building

blocks conceptualized and realized Institutional Phase – providing funding and

legitimization for Internet Commercialization Phase – private

corporations take over and expand Internet backbone and services


Stages in the Development of the InternetFigure 3.1, Page 120


Development of the Internet TimelineFigure 3.2, Page 121


Development of the Internet Timeline (cont’d)Figure 3.2,

Page 122



Page 123



Page 124


The Internet: Key Technology Concepts

Federal Networking Council definition of Internet highlights three important concepts that are basis for understanding the Internet: Packet switching TCP/IP communications protocol Client/server computing


Resolution of the Federal Networking CouncilFigure 3.3, Page 125


Packet Switching

A method of slicing digital messages into packets, sending the packets along different communication paths as they become available, and then reassembling the packets once they arrive at their destination

Uses routers: special purpose computers that interconnect the computer networks that make up the Internet and route packets to their ultimate destination

Routers use computer programs called routing algorithms to ensure packets take the best available path toward their destination


Packet SwitchingFigure 3.4, Page 126


TCP/IP (Transmission Control Protocol/Internet Protocol)

Protocol: a set of rules for formatting, ordering, compressing and error-checking messages

TCP: Establishes the connections among sending and receiving Web computers, handles thee assembly of packets at the point of transmission, and their reassembly at the receiving end

IP: Provides the Internet’s addressing scheme TCP/IP is divided into 4 separate layers:

Network Interface Layer Internet Layer Transport Layer Application Layer


The TCP/IP Architecture and Protocol SuiteFigure 3.5,

Page 128


IP Addresses Internet address (also called IP address): a

32-bit number expressed as a series of four separate numbers marked off by periods, such as 201.61.186.227

IPv4 the current version of IP. Can handle up to 4 billion addresses

IPv6 (next generation of IP) will use 128-bit addresses and be able to handle up 1 quadrillion addresses


Routing Internet Messages: TCP/IP and Packet SwitchingFigure 3.6, Page 129


Domain Names and URLs

Domain name: IP address expressed in natural language

Domain name system (DNS): allows numeric IP addresses to be expressed in natural language Example: cnet.com = 216.200.247.134

Uniform resource locator (URL): addresses used by Web browsers to identify location of content on the Web


The Hierarchical Domain Name SystemFigure 3.7, Page 130


Pieces of the Internet Puzzle: Names and AddressesTable 3.1, Page 131


Client/Server Computing

Model of computing in which very powerful personal computers (clients) are connected in a network with one or more server computers that perform common functions for the clients, such as storing files, software applications, etc.


The Client/Server Computing ModelFigure 3.8, Page 131


Insight on Business: Peer-to-Peer Computing Goes to Work

Peer-to-peer computing an outgrowth of client/server computing model

Allows client computers to share resources without intervention of a central server

Most often used for sharing music and other file over the Internet, in violation of copyright laws

However, some new legitimate uses such as Groove Workspace, a P2P platform developed by Groove Networks


Other Internet Protocols and Utility Programs HTTP: Protocol used to transfer Web pages SMTP, POP and IMAP: Protocols used to send and receive e-mail FTP: Protocol that permits users to transfer files from server to client

and vice versa SSL: Protocol that provides secure communications between client

and server Telnet: Program that enables a client to emulate a mainframe

computer terminal Finger: Utility program that lets you check who is logged on, for how

long and user name Ping: Utility program that allows you to check connection between

client and server Tracert: Utility program that allows you to follow pat of a message

sent from a client to a remote computer


Sample FTP SessionFigure 3.9, Page 135


The Result of a PingFigure 3.10, Page 136


Tracing the Route a Message Takes on the InternetFigure 3.11,

Page 137


The Internet Today

Client/server computing model, coupled with hourglass, layered architecture of Internet has allow Internet to handle explosive growth without disruption

Hourglass/layered architecture – 4 layers: Network Technology Substrate Transport Services and Representation Standards Middleware Services Applications


The Hourglass Model of the InternetFigure 3.12,

Page 138


Internet Network ArchitectureFigure 3.13, Page 139


The Internet Backbone

Consists of high-bandwidth fiber-optic cable owned by a variety of Network Service Providers (NSPs)

Term bandwidth refers to how much data can be transferred over the communications media within a fixed period of time

May be expressed bits per second (bps), kilobits per second (Kbps), megabits per second (Mbps) or gigabits per second (Gbps)


Major U.S. Internet Backbone OwnersTable 3.2, Page 140


NAPs, MAEs and CANs

Hubs where backbones intersect with regional and local networks, and where backbone owners connect with one another called Network Access Points (NAPs) or Metropolitan Access Exchanges (MAEs).

Campus area network (CAN): Local area network operating within a single organization that leases Internet access directly from regional or national carrier


Internet NAPs and MAEsFigure 3.14, Page 141


Map of Internet NAPs and MAEsFigure 3.14, Page 141


Internet Service Providers (ISPs)

Leases Internet access to home owners, small businesses and some large institutions

Retail providers that deal with “last mile of service” Major national ISPs include AOL, MSN, and AT&T

Worldwide. Offer both narrowband (traditional telephone modem

connection at 56.6 Kbps) and broadband (service based on DSL, cable modem, T1 or T3 telephone lines, and satellite)


ISP Service Levels Bandwidth ChoicesTable 3.3, Page 142


Broadband Service Choices Digital Subscriber Line (DSL): Telephone technology

delivers high-speed access through ordinary telephone lines; speeds from about 385 Kbps to 1.5 Mbps

Cable modem: Cable television technology piggybacks digital access to Internet on top of analog video cable line; speeds from about 500 Kbps to 2 Mbps

T1 and T3: International telephone standards for digital communication that offer guaranteed delivery rates T1: 1.54 Mbps T3: 43 Mbps

Satellite: high-speed downloads (256 Kbps to 1 Mbps), but no upload available


Time to Download a 10 Megabyte File by Type of Internet ServiceTable 3.4, Page 144


Intranets and Extranets

Intranet: TCP/IP network located within a single organization for purposes of communication and information processing

Extranet: Formed when firms permit outsiders to access their internal TCP/IP networks


Who Governs the Internet?

A number of different organizations that influence Internet and monitor its operations including:

Internet Architecture Board (IAB) Internet Corporation for Assigned Names and

Numbers (ICANN) Internet Engineering Steering Group (IESG) Internet Engineering Task Force (IETF) Internet Society (ISOC) World Wide Web Consortium (W3C)


Insight on Society: Yahoo! France – Government Regulation of the Internet

Yahoo! France case raises issues as to who controls the Internet

November 2000 – French judge ruled that U.S.-based Yahoo must block French users from access to Nazi-related memorabilia on site

U.S. Federal Court decreed that French order was unenforceable on First Amendment grounds of freedom of expression; Yahoo nonetheless had previously removed all Nazi materials from site

Similar issues raised by Google self-censoring of its database in France and Germany; 2002 Australian High Court decision applying Australian libel law to Dow Jones story published on U.S. servers but viewable in Australia


Internet II: The Future Infrastructure

Internet II: The second era of the Internet that is being built today by private corporations, universities and government agencies


Limitations of Internet I

To appreciate potential benefits of Internet II, must understand the limitations of Internet’s current infrastructure:

Bandwidth limitations Quality of service limitations Network architecture limitations Language development limitations Wired Internet limitations


The Internet2® Project

Internet2: Consortium of more than 200 universities, government agencies and private businesses that are collaborating to find ways to make the Internet more efficient

Primary goals: Create a leading edge very-high speed network for

national research community Enable revolutionary Internet applications Ensure the rapid transfer of new network services

and applications to the broader Internet community


Areas of Focus of Internet2 Advanced network infrastructure: New backbone networks that

interconnect GigaPoPs used by Internet2 members to access network New networking capabilities: Projects include

Deploying IPv6 Developing and implementing new QOS technologies Developing more effective routing practices Coordinating the interconnection of different components of the

Internet2 infrastructure Creating an infrastructure to handle multicasting

Middleware: incorporating identification, authentication, authorization, directory and security services into standardized middleware

Advanced applications: distributed computation, virtual labs, digital libraries, distributed learning, tele-immersion


Internet2 GigaPoP ExchangesFigure 3.15, Page 149


The Larger Internet II Technology Environment: The First Mile and the Last Mile

Next Generation Internet (NGI): Recently concluded federal project that focused on developing advanced applications and networking capabilities

Private initiatives in fiber optics and wireless Internet services


Fiber Optics and the Bandwidth Explosion in the First Mile

Fiber optics concerned with the “first mile” or backbone Internet services that carry bulk traffic over long distances

Older transmission lines being replaced with fiber-optic cable: over $700 billion invested worldwide by telecommunications companies

Right now, much of fiber-optic cable laid in U.S.is “dark”, but represents a vast digital highway that can be utilized in the future


Worldwide Fiber- Optical Market GrowthFigure 3.16, Page 151


Photonics Technologies

Photonics: Study of communicating with light waves Technologies that will have impact on achieving

Internet II include Dense Wavelength Division Multiplexing (DWDM) Optical and fiber switches, and switching

components Optical integrated circuits Optical networks

Big Band: Next step in Internet access; will provide bandwidth of 10 Gbps +


Major Photonics Opportunities and PlayersTable 3.5, Page 153


Bandwidth Demand of Various Web ApplicationsFigure 3.17, Page 154


Wireless Internet Access: The Last Mile 3G Telephone and Wi-Fi LAN Technologies

Wireless Internet access concerned with the “last mile” – from Internet backbone to user’s computer, cell phone, PDA, etc.

Two different basic types of wireless Internet access:

Telephone-based Computer network-based


Wireless Internet Access TechnologiesTable 3.6,

Page 155


Wireless Internet Access Technologies (cont’d)Table 3.6, Page 155


Telephone-based Wireless Internet Access

Different standards Global System for Mobile Communications (GSM):

used primarily in Europe Code Division Multiple Access (CDMA): used

primarily in U.S. Third generation (3G) cellular networks

Use General Packet Radio Services (GPRS) – digital packet-switched technology

Wireless Web protocols include: Wireless Access Protocol (WAP) iMode


Example Hybrid Cellular Wireless DevicesTable 3.7, Page 157


Wireless Local Area Networks (WLANs) Two major technologies: Wi-Fi and Bluetooth Wi-Fi (Wireless Fidelity, also known as 802.11b): first

commercially viable standard for WLANs In Wi-Fi networks, wireless access points connect to

Internet directly via a broadband connection and then transmit radio signals to transmitters/receivers installed in laptops or PDAs

Offers high-bandwidth capacity, but limited range; is also inexpensive

Bluetooth: personal connectivity technology that enables links between mobile computers, phones, PDAs and connectivity with Internet; has much more limited range than Wi-Fi (30 feet vs. 300 meters)


Wireless Local Area Network HotspotsFigure 3.18, Page 158


Potential Wireless Internet E-commerce ServicesTable 3.8, Page 160


Benefits of Internet II Technologies IP Multicasting – set of technologies that enables

efficient delivery of data to many locations on a network

Latency solutions – diffserve (differentiated quality of service) will be able to assign different levels of priority to packets depending on type of data being transmitted

Guaranteed service levels – ability to purchase right to move data through network at guaranteed speed in return for higher fee

Lower error rates Declining costs


IP MulticastingFigure 3.19, Page 161


Development of the Web

1989-1991: Web invented by Tim Berners-Lee at European Particle Physics Laboratory (CERN)

1993: Marc Andreesen and others at NCSA create Mosaic, a Web browser with a graphical user interface that could run on Windows, Macintosh, or Unix computer

1994: Andreesen and Jim Clark found Netscape, and create first commercial Web browser, Netscape Navigator

August 1995: Microsoft introduces its version of Web browser, Internet Explorer


Hypertext A way of formatting pages with embedded

links that connect documents to one another, and that also link pages to other objects such as sound, video or animation files

Uses Hypertext Transfer Protocol (HTTP) and URLs to locate resources on the Web


Top-Level DomainsTable 3.9,

Page 165


Markup Languages

Generalized Markup Languages (GMLs) include: Standard Generalized Markup Language (SGML) –

an early GML Hypertext Markup Language (HTML) – a GML that is

relatively easy to use; provides fixed set of markup “tags” used to format a Web page

eXtensible Markup Language (XML) – new markup language specification developed by W3C that is designed to describe data and information; tags used are defined by user


Example HTML Code and Web PageFigure 3.20, Page 166


HTML ToolsTable 3.10, Page 167


Sample XML CodeFigure 3.21, Page 168


Sample XML Code for a Company DirectoryFigure 3.22,

Page 168


Web Servers and Web Clients Web server software: Enables a computer to deliver Web

pages written in HTML or XML to clients on network that request this service by sending an HTTP request

Leading brands: Apache and Microsoft Basic capabilities: Security services, FTP, search engine,

data capture Term Web server also used to refer to physical computer

that runs Web server software Specialized types include database servers, ad servers,

mail servers, video servers Web client: Any computing device attached to the Internet

that is capable of making HTTP requests and displaying HTML pages


Web Browsers

Primary purpose to display Web pages. Internet Explorer and Netscape Navigator

dominate the market (94%) Other browsers include:

Opera Safari (for Apple Macintosh) NeoPlanet


The Internet and Web: Features Internet and Web features on which the foundations

of e-commerce are built include: E-mail Instant messaging Search engines Intelligent agents (bots) Chat Music, video and other standard files Streaming media Cookies


E-mail

Most used application of the Internet Uses a series of protocols to enable messages

containing text, images, sound, video clips, etc to be transferred from one Internet user to another

Also allows attachments (files attached to the e-mail message)

Can be an effective marketing tool Spam: unsolicited e-mail. A worsening problem


Instant Messaging

Fastest growing form of online human communication

Displays words type on a computer almost instantly, and recipients can then respond immediately in the same way

Different proprietary systems offered by AOL, MSN, Yahoo


Search Engines

Identifies Web pages that appear to match keywords (queries) entered by a user, and provides list of best matches based on one or more of a variety of techniques

No longer simply search engines, but also shopping tools and advertising vehicles (search engine marketing)


Top Ten Search Engines 2003Figure 3.23, Page 174


Intelligent Agents (Bots)

Software programs that gather and/or filter information on a specific topic and then provide a list of results

Types include search bot, shopping bot, Web monitoring bot, news bot, chatterbot


Types of Web BotsTable 3.11, Page 175


Insight on Technology: Chatterbots Get a Job: Virtual Reps

Chatterbots are intelligent agents that can “converse” with a user over the Web

In workplace, commonly called “virtual representatives” and are viewed as one possible answer to customer service issues on Web

NativeMinds a leading provider of online virtual customer relations solutions, with a product called vReps

vReps are being used by Coca-Cola, Ragu, Ford,etc.


Other Internet and Web Features Relevant to E-commerce

Chat: Enables users to communicate via computer in real time (simultaneously); used in e-commerce to help develop community

Music, video, and other standard files: routinely used for marketing and advertising purposes

Streaming media: enables music, video and other large files to be sent to users in chunks so that when received and played, file comes through uninterrupted

Cookies: small text file stored on user’s computer with information about the user that can be accessed by Web site the next time user returns to the site


Internet II and E-commerce: Emerging Features and Services

Internet Telephony: Technologies that use Voice Over Internet Protocol (VOIP) and Internet’s packet-switched network to transmit voice and other forms of audio communication over the Internet

As bandwidth increases, voice transmission quality will improve, and use of VOIP is expected to rise dramatically

Expected to account for almost 20% of all phone calls by 2006


The Growth of Internet TelephonyFigure 3.24, Page 180


Key IP Telephony PlayersTable 3.12,

Page 181


Internet II and E-commerce: Other Emerging Features and Services

Digital libraries Distributed storage: Distance learning Digital video Video teleconferencing Tele-immersion M-commerce applications


Case Study: Akamai Technologies: Speeding Internet Performance with Math

Akamai EdgeSuite allows customers to move their Web content closer to end users, enhancing Web site performance and maximizing delivery speed

Akamai EdgeScape provides advertisers with intelligence generated by Akamai’s knowledge base of Internet network activity


Akamai Technologies: Speeding Internet Performance with MathPage 184


Akamai Technologies: Speeding Internet Performance with MathPage 185

Copyright © 2004 Pearson Education, Inc. Slide 3-1 E-commerce Kenneth C. Laudon Carol Guercio Traver business. technology. society. Second Edition.

Documents

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pearson education

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internet backbone

history of internet

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